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It was in the springtime of ’73. After one year
my consulting company already had 20 stations -- which is a lot
of work-load for one guy … and I was it. I realized I could
have many additional client stations; however I needed
another body or two to grow the consultancy. And a new
format wouldn’t hurt.
I always had a good eye for spotting
talent. The search began. I made calls to programmers I
respect asking if they had interest in joining the
consultancy. One of them who declined said “But I saw an
article written by a young guy regarding research demography
(new at the time) for a new format. It was interesting. You
should talk to him. I think his name was Lee Abrams”. I
replied “Lee Abrams!!! Wait a minute, I have an unopened
letter from him on my desk which arrived today”.
Lee’s letter advised that he was consulting two stations:
WQDR in Raleigh and WRNO in New Orleans. He sent ratings
that disclosed that both stations were doing great 18-24 men
and teens. The format was a commercialized album rock
format. Lee already had a brief background in TOP 40 (now
CHR) in Miami…and would you believe it, I had listened to
that station while vacationing not knowing Lee was involved.
I thought to myself at the time “this is some terrific TOP
40 rotation” and made a mental note of it.
So, this guy Lee has a new commercialized album rock
format??? I had to take a leap of faith that the 18-24 demo
would expand with age and listener maturity. There were a
lot of loser FM stations looking for a new format! Hmmmm!!
Very, very interesting.
I called Lee who was living with his parents in Chicago. I
said, “let’s talk”. He said “when”. I told him I was flying
to visit a client in Minneapolis the next day. He should
meet me at the Radisson Hotel. And so the meeting was set.
Lee walked into the hotel room with a lot of notes and
research files. I thought to myself “Wow, this guy is
young…20 maybe”. Bright smile. Good appearance. And he had
one great research presentation!! After an hour he convinced
me to forget about the 18-24 demo problem. I knew this guy
was on to something. He was just what I was looking for…TOP
40 background (the origin of all music formats), and a new
concept.
I asked, “What do you call this new format?” He said “how
about Superstars”. I said, “OK pack your bags, and get to
Atlanta just as soon as possible.” He said, “Great, and
Atlanta has the Braves. I love baseball” (an
understatement).
I said, “I’ll get on the phone and get SUPERSTARS on
additional stations. You already have two successful test
stations to point to. We probably won’t even have to
advertise in the trades. SUPERSTARS should take off and fly
on its own”. And brother, did it!!!! With the help of
researcher/consultant Bob Atkinson SUPERSTARS was added in
two major markets…Atlanta and Philadelphia…both were quick,
big rating successes. The word was out!!! Quick, quality
ratings!!! Something new for the advertisers to buy!!! Then
came Charlotte, Chicago and the Taft FM stations. Suddenly,
there were 70 or so SUPERSTARS stations which was about half
of our consulting companies list of client stations. Lee
needed more bodies to do the job, so the late Lee Michaels
was hired along with Jon Sinton, Dwight Douglas, Dave Logan
and more.
Annual SUPERSTAR client meetings brought all PD’s together
to discuss the good things going on. That was Lee’s
brainstorm. It worked. These guys were in the SUPERSTARS
club!!
Monday was new music “add” day, and our lobby was loaded
with sometimes 6 record promotion people at a time. But,
Lee, with research in hand, was always true to the
SUPERSTARS format. Even with the arm-twisting of the record
reps he always programmed album cuts that were the “hits”.
Oh, yeah, one more item. He married Sandra (air name Sandy)
who was one of the coolest, finest air people I have ever
heard. She was on the Atlanta SUPERSTARS station.
So that is how Lee and I met, and the development of the
SUPERSTARS format. Lee has got “it”, and it was a pleasure
to work with him all of those years. And I know, because I
WAS THERE!!!!
Next week: WHERE ARE THEY NOW?
e-mail Kent
kent@kentburkhart.com
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